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radio station, making contact with, 240 to direct mail, 201, 205
rapport, building, 290 to dissatisfied customer, 291
rate cards for print media, 162–163 to e-mail, 83, 249
rate kit for broadcast advertising, 174 to prospect objection, 285
rating point, 176–177 responsibility
reach of advertising agency, 125
for impression points, 85
balancing frequency with, 150, 151 retail rate, 162
definition of, 176 return on investment (ROI) in
total versus effective, 177
rebate, 228 customer, 306
rebate against spending level, 315 Return Service Requested endorsement, 204
recommendation for advertising reversed type, 101
review committee for selecting advertising
agency, 122
recording voice mail message, 78 agency, 123
redirect, 270 Ries, Al
referral
Positioning: The Battle for Your Mind, 340
cold call and, 282 The 22 Immutable Laws of Branding, 340
online, 269 Ries, Laura, The 22 Immutable Laws of
regional sales revenues, 58
registering business name, 321 Branding, 340
relationship customer, 295 Rogers, Martha, The One-to-One Future, 340
relationship with media contact, ROI (return on investment) in
maintaining, 242 customer, 306
remnant space, 168 rotator, 176
renting run of paper placement, 165
magazine subscriber list, 197 •S•
mailing list, 198–200
reply card and direct mail, 202 sales. See also selling
re-presenting product, 44 brand and, 91, 92
requesting proposal cash register as customer satisfaction
advertising agency, 122–123 monitor, 310
Web design agency, 128–129 closing, 285–287
research call, 282 comparing percentage of to percentage of
reseller company, 269 revenue from distribution channels, 31
resources. See also professional; Web site converting prospect to customer, 276–278
definition of, 10
resources following up, 291
ad ideas, 140 life cycle of product and, 45–46
advertising periodicals, 339 marketing compared to, 9
“For Dummies” books, 339 marketing cyclotron, 279
free or almost-free, 117–118 personal contact, establishing, 281–283
library reference area, 340 product presentation, 283–285
mailing lists, 196–198 share of customer, increasing, 307
mailing services, 199 viewing by market segment, 27
marketing classics, 339–340 viewing by product line, 35–36
respondent, direct mail, replying to,
Sales Closing For Dummies (Tom
205, 206 Hopkins), 339
response
sales literature, types of, 213–214
to ad, 153
to complaint, 297, 299–300
